Cook Cole College of Arts & Sciences (CCCAS) Current LU Student Audience Analysis & Public Relations Plan BOOM! Public Relations Firm Farmville, Virginia

BOOM! PUBLIC RELATIONS FIRM Agency Capabilities Advertising expertise Event promotion Superior training in the Public Relations field Creative thinking Diverse group of individuals BOOM! PUBLIC RELATIONS FIRM

Project Objective and Overview BOOM! PR Consultants has assumed the responsibility of marketing the Cook-Cole College of Arts and Sciences to the current student body. Through media scanning, we have identified opportunities for our client to bring their brand to the target audience. BOOM! PUBLIC RELATIONS FIRM

BOOM! PUBLIC RELATIONS FIRM Key Messages Cook-Cole College of Arts & Sciences: Foundation of LU Unified group Produces successful graduates BOOM! PUBLIC RELATIONS FIRM

BOOM! PUBLIC RELATIONS FIRM Research Phase Types of research: Google alerts, relevant blogs, & newspapers Common themes: Technology – Facebook & texting Money – college students do not have it Phi Beta Kappa – Longwood chapter Music culture- influence on students BOOM! PUBLIC RELATIONS FIRM

BOOM! PUBLIC RELATIONS FIRM Problems Name not recognized Current students not knowing they are in CCCAS Lack of familiarity and appreciation Not yet a unified group BOOM! PUBLIC RELATIONS FIRM

Strategy: events to form unity Tactics: College picnic Facebook Rotunda ads Classroom advertising Water balloon fight with professors End of year banquet for Dean Scholars CCCAS Pep Rally “Family Reunion” with alumni Oktoberfest & Spring Weekend booths BOOM! PUBLIC RELATIONS FIRM

Strategy: marketing materials Tactics: T-shirts “If you Cook-Cole for 4 years, you come out a DIAMOND!” “Cook+Cole Rock+Roll” Hot chocolate/Lemonade stations Movers and Shakers BOOM! PUBLIC RELATIONS FIRM

Strategy: inform students Tactics: Monthly Scholarship Infomercials on Dean Scholars CCCAS secret handshake BOOM! PUBLIC RELATIONS FIRM

BOOM! PUBLIC RELATIONS FIRM Budget Pep Rally Spirit gear, DJ Water Balloon Fight Water balloons, DJ Booths at Oktoberfest and/or Spring Weekend Pies, Cook-Cole literature, food Infomercials about Cook-Cole “Family Reunion” Food, DJ Promotional materials T-shirts/ water bottles Hot chocolate/lemonade & cups Flyers/banners Recognizing Scholarship winners Scholarship money Plaque in Ruffner Banquet (food, invitations, Aramark staff, speakers) BOOM! PUBLIC RELATIONS FIRM

BOOM! PUBLIC RELATIONS FIRM Timeline of Events Times to sell T-shirts Oktoberfest Spring Weekend Dining Hall hours New Lancer Days Involvement Fair “Family Reunion” Scholarship Banquet Water Balloon Fight BOOM! PUBLIC RELATIONS FIRM

BOOM! PUBLIC RELATIONS FIRM Assessment Plan Take a before/after survey to determine how many students know to which college they belong Number of T-shirts sold Number of students, faculty, and alumni at the Reunion How much enrollment in Cook-Cole has increased since the initiation of our efforts BOOM! PUBLIC RELATIONS FIRM